Our latest FMCG campaign case study for a plant-based food brand whipped up impressive brand lift and attentions scores thanks to our recipe for success
Ozone and our client – a plant-based food brand – collaborated to achieve some very tasty results, most notably in the brand lift and Ozone Attention Index scores.
CLIENT BRIEF
To build reach across Ozone’s editorially governed, premium publisher environments. Target readers in relevant context, such as Environment, Healthy Living, and Healthy Food & Drink content with a specific focus on Veganuary and World Cuisine. Raise awareness and drive new shoppers to sample the brand’s plant-based products.
OUR SOLUTION
Our high impact and engaging rising stars and interscroller ad formats were used to deliver the campaign’s simple but fun creatives.
The combination of our scaled platform – with a near universal reach of the nation’s internet users – and targeting capabilities would be critical in raising engagement more broadly.
Our strategy included serving the campaign to readers of healthy food & drink and healthy living content and in behaviourally relevant areas of interest, such as reading about Veganuary or content about World Cuisines.
CAMPAIGN RESULTS
27% overall brand lift: The brand lift score of this campaign was amazing, with a +27% uplift. The increase was seen across the entire funnel, with preference taking the lead with a +9% growth. The brand lift results showcase how successful the campaign was in promoting the brand, all the way from awareness to action intent.
42% Ozone Attention Index score: The campaign achieved an incredible Attention Index score of 42% with the driving force being its exemplary in-view time and interaction touch rate scores, significantly above their individual MOAT benchmarks.
0.23% CTR score: Both the Rising Star and Interscroller formats smashed their respective CTR benchmarks. The Rising Stars achieving +0.06% over benchmark, and the Interscroller +0.09%.
Sources: Ozone and Brand Metrics
